Analyzing the Impact Process of Visual Advertisements with an Emphasis on Pseudo-Rhetorical Devices (Case Study of Iran-e Man Campaign)
The study of the utility of Persian rhetoric in reading new sorts of texts -whether written, aural, or visual- seems essential to the redefinition of rhetoric. With this goal in mind, texts such as advertisements should be analyzed semiologically to determine the rhetorical devices used to influence the target audience. Advertisements are among the examples of texts with a large audience that attempt to highly impact the audience in a short time. This study attempts to explain the impact process of the texts used in "Iran-e Man" campaign using traditional and contemporary rhetorical strategies. It has been a while since the ad has run on IRIB TV to promote national unity and portray Iran's magnificence and beauties. In addition, the use of textual rhetorical strategies in visual works is among the aspects receiving less consideration in Persian literature. By applying qualitative content analysis and semiotic analysis to these texts, the article finds that in addition to traditional rhetorical methods (such as symbols, metaphors, and tropes), other effective methods are employed including structuring features (such as the effective use of characters and symbols), themes, and the application of auditory features (music, voices, and narrator’s voice).
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.